Diana Ambarwati, Ludi Wishnu Wardana, Ririn Wahyu Arida, Umi Nadhiroh
Abstack: Traditional herbal medicine products have long been in demand by the international community, although not many young people consume them. It is essential to do a strategy to create various variants of herbal products so that the younger generation is interested and consume them. This study aims to identify and prioritize the types of development of processed herbal medicine products in Indonesia using the AHP (The Analytical Hierarchy Process) research methodology. The quantitative descriptive method is used to analyze data. Data was collected through questionnaires, observations, and interviews with 200 respondents. The results in this study indicate that the development of processed herbal products is prioritized for Product / Process Focus criteria, then People Focus, Strategic Management, and then Customer Focus. For the type of product that is prioritized Ginger Stick products. Then Temulawak Stick products, Tamarin Acid syrup, Chocolate Herbs, and Ginger Ice. This research is the first step for a similar study so that herbal products are more attractive to young people both locally and internationally. © 2019 IJSTR.
Faculty of Economics, Universitas Islam Kadiri, Indonesia; Faculty of Economics, Universitas Negeri Malang, Indonesia
